Business professors present workshop in Zurich

Two University of Montana Western business professors will be presenting their work on marketing in higher education at an international conference in Zurich, Switzerland on Oct. 15 and 16.

Fredrick Chilson and Christian Gilde were two of only four conference attendees to facilitate a workshop at the International Assembly for Collegiate Business Education (IACBE). The UMW Business Department is accredited through IACBE.

Chilson and Gilde said the idea for the workshop, “Marketing Business Education: Tools, Topics, Trends,” came from a desire to get the university more involved at the international level.

“We’re trying to develop a relationship to do some partnering so our students have better access to universities and opportunities across the globe,” Chilson said.

Gilde first contacted IACBE about presenting the workshop during his recent trip to the IACBE 2010 Annual Conference in Newport, R.I. in March.

Gilde, originally from Austria, brought much experience on international higher education to the conference. He has presented his work at the Academy of Management Conference, the International Conference in Higher Education Marketing, and the European Marketing Academy Conference. Gilde also gave guest lectures at various universities including London Metropolitan University and is a guest lecturer on the Doctor of Business Administration in Higher Education Management program at the University of Bath. He serves as a reviewer for journals such as the Journal of Consumer Behaviour and the Journal of Marketing for Higher Education.

Chilson’s and Gilde’s workshop took an in-depth look at what universities in the United States and Europe are doing to market and distinguish themselves from other institutions. The workshop also included a self-evaluation marketing audit for individual institutions.

Gilde said their research showed a major increase in strategic partnerships among universities across the world.

Both Gilde and Chilson hope their work will also help to forge their own strategic partnerships with international universities for the benefit of Montana Western students.

“We hope to help students to think on a global level,” Chilson explained. “That exposure and experience can help make students viable for a tough job market.”